While it is fair to say we purchase goods because of their functionality and overall usage, we can also say we purchase goods simply because they make us feel good. This paper will demonstrate how two different companies use their websites to attract buyers of utilitarian products and hedonic needs products. An explanation will be given as to why each product falls within its respected category and the overall effectiveness of how the products websites ability to influence shoppers attitudes.
The companies chosen to demonstrate utilitarian needs and hedonic needs are LG and Axe – Men’s Hair, Deodorant, Body Spray, and Shower Gel. Each company has many products to offer consumers however this paper will only look at LG’s televisions as utilitarian need and Axe’s shower gel as a hedonic need. “When we focus on a utilitarian need, we emphasize the objective, tangible attributes of products” (Solomon, pg 132). LG’s 84” Ultra High Definition 3D TV meets the requirements as it boasts attributes such as Ultra HD 4K Resolution, LED Plus, TruMotion 240Hz, and Intelligent Sensor (LG. om, 2012) to name a few. These are all tangible attributes that allow the viewer gain a high level of functionality from the television set. The consumer who purchases this television is concerned sound and picture quality and is looking for a multi-functional set to satisfy their needs. On the other hand, a hedonic needs products designed to “meet our needs for excitement, self-confidence, or fantasy” (Solomon pg 132). Axe’s shower gel can be seen as a utilitarian product however it is marketed as a hedonic needs product.
Since its inception, Axe has always promoted its products on the basis of men smelling good to attract women. This approach takes the utilitarianism out of the product. The usage of Axe’s shower gel creates the “Axe Effect” in which, “your new and improved male musk is released into the atmosphere, quickly reaching nearby females” (Axe, 2012). When visiting the LG website, it gives a feeling of technicality. There aren’t any useless popups, videos, or extra content to distract consumers. The website feels as if its main objective is to provide detailed information about its products.
LG seems to understand that its consumers want information and does a great job at providing necessary information. Each attribute of its televisions are highlighted and provide detailed explanations. This is appealing to consumers shopping for high-quality television sets. After viewing LG’s website, consumers should leave the site with more information about high definition televisions and should be able to make better comparisons to other manufacturers. Axe ties in the hedonic needs very well with its website, www. theaxeeffect. com.
Very prominently displayed on the homepage is “Take Action. Get Action” (Axe, 2012). This approach and strategy might appeal to men who want a boost in confidence. Upon navigating the site, consumers are able to view commercials by Axe with the common theme of attracting women. The site intends to induce men to purchase the products to acquire a scent desired by women. They way men evaluate hygiene products after viewing Axe’s website may alter how they shop for those products. After visiting Axe’s site, the way a product smells may be the chief motivator in purchasing a body wash.
The site gives thought to how well the product could work at having women flock to the male species. It plays into the fantasies, it stimulates the mind, and the website also provides excitement.
Axe. (2012). Retrieved December 1, 2012, from http://www. theaxeeffect. com/#/axe-campaigns/showerpooling LG. (2012). Retrieved December 1, 2012, from http://www. lg. com/us/tvs/lg-84LM9600-led-tv Solomon, Michael R. (2011). Consumer Behavior: Buying, Having, and Being. Saint Joseph’s University, Prentice Hall